The Cowichan Valley is one of the favoured destinations of visitors to Vancouver Island

Tourism Cowichan ‘rebranding’ its marketing

Tourist operators are being invited to a ‘rebranding’ exercise for the Cowichan region

Tourist operators are being invited to a ‘rebranding’ exercise for the Cowichan region Aug. 2 at the Merridale Cidery in Cobble Hill.

The workshop will ask participants to share ideas on how the Tourism Cowichan brand can be kept ‘fresh in a highly competitive market.’

“Tourism Cowichan has partnered with Destination BC to update our tourism brand,” said Tourism Cowichan chairperson Janet Docherty. “We are at the beginning of the process and eager to gather input and ideas from people around the region.”

The workshop will be facilitated by local branding and communications company Taiji Brand Group, which will generate input on:

• how to position Cowichan tourism, leveraging the Destination BC brand;

• what kinds of visitors need to be attracted;

• what brand marketing assets are needed by tourism stakeholders;

• how the tourism website and social media can be improved.

The Taiji Brand Group helped develop the original brand over a decade ago and is ‘excited’ to be engaged in refreshing the brand said Caroll Taiji.

“The Cowichan region has enjoyed the benefits of a well-developed and highly adopted place brand that has been utilized across all marketing initiatives of the Cowichan region since 2005,” Docherty said.

“Our brand identity has built up considerable equity, and now we are ready and well-positioned to leverage it to a whole new level.”

Interested tourist businesses and organizations can register for the workshop by calling Cowichan Tourism at 250-510-5586 or emailing info@cowichantourism.com. The workshop will take place on Tuesday Aug. 2 from 1 to 5 p.m.